IGN says "You've never seen a platformer quite like this." ...and it came from a Youth Marketing Agency.
Every agency has a dozen ideas each day that belong on the shelves of stores alongside those of their clients. Each year, Fuel has selected at least one internal project to bring to market. In this case, the project is Sideway - a spin on the side-scrolling classic game style that everyone loves, but with a twist. It's 2D side scrolling action in 3 dimensions... And by the way, it's a pop art madhouse. A product of internal investment, Sony felt so confident in the title that they made it one of their featured games to encourage players to use PlayStation Online.
IGN notes, "You play as Nox, a New York City-based graffiti artist. As he goes about the City tagging up a storm, he tags over another tag from an artist named Spray. Spray is more than human, however, and uses his powers to pull Nox into a flat, 2D world where Nox himself turns into the very spraypaint he's been using on the walls around the five boroughs. Spray's ultimate goal is to work his way into Nox's normal, 3D world, and Nox's goal, in turn, is to stop Spray and his minions from achieving that goal, saving his girl (and perhaps the world) in the process."